Knowing which campaign type to use helps you reach the right prospects with the right message and get more connection requests accepted. Trigger-based campaigns are for a wider strategy; custom campaigns are built for specific moments.
Trigger-Based Campaigns
Trigger-based campaigns are Spear's primary outreach strategy. Instead of sending the same message to everyone, each connection request is personalized based on a real signal Spear detected about that prospect, making outreach timely and relevant.
Spear continuously monitors the web based on your defined ICP and keywords
When a relevant signal is found, the system surfaces that prospect with a tailored connection request
Each prospect receives a message written around their specific trigger, not a generic template
Best for: ongoing outbound campaigns targeting prospects as they show buying intent or relevant activity.
Custom Campaigns
Custom campaigns send a fixed connection request message to all prospects in the list. There is no signal-based personalization; every prospect receives the same message. This makes them ideal for short, time-bound outreach tied to a specific event or context.
How it works:
You define a single connection request message for the entire campaign
The message is sent to all prospects in the selected list without variation
Typically used for inviting prospects to a webinar, conference, or other event
Best for: event-based outreach where the message is the same for every prospect (e.g. "We'll be at SaaStr next week, let's connect").
When to use each:
Use trigger-based when…
You want ongoing outreach with personalized messages tied to real signals. This is Spear's default and recommended approach for most campaigns.
Use custom when…
You have a specific event, webinar, or conference and want to invite a defined list of prospects with a single consistent message.
Not sure which to use? Start with a trigger-based campaign. Custom campaigns are purpose-built for time-sensitive events and are usually the exception, not the rule.